Story success wins more House of Fraser openings

Story by Kranz & Ziegler is set to move into further House of Fraser locations, having proved popular at a raft of the department store’s leading spots.

Story will now be sold through House of Fraser in Edinburgh, Lakeside and Meadowhall, Sheffield, bringing its UK-wide presence to 12 locations across the UK including Glasgow and Belfast.

The brand, which offers wraparound, composeable charm bracelets and layered pendants in silver and semi-precious stones, is also said to have won successful sales online through House of Fraser. It is stocked by more than 100 independent UK retailers.

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Story’s national account manager Darren Waite said: “The Story collection has been extremely well received within House of Fraser stores. We feel that it fits the House of Fraser brand perfectly and, as such, they have decided to push the brand into additional stores. The fact that House of Fraser has backed the brand is testament to its growing popularity and we are more than excited about our future in the UK jewellery market as a whole, with some exceptional plans moving forward in the year.”

The Story AW14 collection is said to "retain the edgy design element that Story has become synonymous with", with unusual plays of metal and texture.

The brand also said that the success of the watch elements introduced last season has led to more pieces being added to the range, with larger timepieces and more embellishment.